TOCA Talk Fall 2024

TOCA Talk is proudly sponsored by EnP and Advanced Turf Solutions.

EnP has been Engineering Optimal Plant Health™ for nearly 30 years, manufacturing specialty fertilizers
under two brands: Foliar-Pak, and Age Old Nutrients.

Advanced Turf Solutions (ATS) is a green industry distributor that provides fertilizer, pesticides, grass seed, ice melt, and
more to professionals in the golf, lawn care, and sports turf markets.

Because EnP and ATS professionals believe that collaboration and the exchange of ideas are essential for innovation, they are proud to support the Turf and Ornamental Communicators Association (TOCA).

Thank you, members of the Turf and Ornamental Communicators Association, for supporting this industry through your information, education, and outreach.

October 31 webinar features developing a video library

In today’s fast-paced digital landscape, video content is a powerful tool for connecting with audiences and driving brand engagement. However, relying on stock footage can limit your brand’s ability to tell a unique and authentic story. Join TOCA on Oct. 31, at noon Central time, for an insightful webinar – Building a Story that Sticks: The Power of Your Own Video Assets – where the presenter will explore the value of developing a video library with your original assets.

Dan Swenson, creative director of video & photo with Anthologic, will discuss creating personalized, on-brand video content that can elevate your marketing efforts, improve audience trust and maximize your return on investment. Swenson will walk through real-world examples, practical steps to start building your video library and tips for ensuring that your assets are versatile for future use.

With more than a decade’s worth of videography, animation and motion design expertise, Swenson advises the agency and creative team to create visuals that give businesses more opportunities and realize their untapped potential.

TOCA’s Germinate Webinar Series is an opportunity for TOCA members and friends to gather quarterly and learn together through a 30-minute webinar. Presenters will share information about topics relevant to media and marketing professionals in the green industry. Germinate aims to nurture the relationships and knowledge gained at the TOCA Annual Meeting, with the goal of growing together throughout the year.

TOCA updates Communication Contest categories

As digital communication grows and evolves, TOCA leaders made revisions to the organization’s Communication Award categories. The changes reflect the evolution of communications and public relations – with an added focus on social media.

Key changes include:

From Marketing Communications (companies/agencies only), writing for printed newsletters, writing for printed direct response, CD/audio visual presentation, best use of editorial or opinion in video/DVD, printed newsletters, electronic publishing (overall newsletter/magazine), electronic publishing (overall company web design), printed direct response and press kit were removed. For printed magazines, single page design, advertising, and less than one page design, advertising were combined to printed magazine/up to a single page, advertising. The short video/DVD and long video/DVD were updated to short video and long video, respectively. Three categories were added – headline writing – commercial publications, branding – product naming, and branding – written brand identity elements.

Under photography, video and multimedia, CD/audio visual presentation and best use of editorial or opinion in video/DVD were removed.

Within the Design category, electronic publishing – overall company web design was deleted.

New marketing communication design categories include Trade Show, focusing on booth design (separate categories for small booth and large booth) and branding (stand-alone logo design and identity development, logo, brand standards). Additionally, TOCA added Trade Show, focusing on the overall strategy and execution.

The mobile application was removed from New Media.

The updated TOCA Communications Contest will be posted on the TOCA website by Nov. 1. Thank you to all the individuals that had a hand in making these revisions: Stacie Zinn-Roberts, Kris Guy, Lynette VonMinden, Jill Odom, Chad Wiertzema, Scott Hollister and Dina Newcomb.

TOCA offers $2,500 scholarship

The Turf and Ornamental Communications Association Foundation announced that it will offer a $2,500 scholarship, which will be awarded next fall to an undergraduate college student pursuing a career in green industry communications, such as, but not limited to, careers working for trade publications, newsletters or companies/marketing agencies that promote the golf course, lawn and landscape, sod and nursery/greenhouse, sports turf or maintenance industries. Applications are due March 14.

To qualify, students must major or minor in communications or a green industry-related field, such as horticulture, plant sciences, botany, agronomy and plant pathology, with the intent of using his/her communication skills as part of a career path. The applicant also must demonstrate an interest in using this course of study in the field of communications on a regular basis.

Additionally, applicants must hold an overall grade point average of 2.5 or greater and a 3.0 in the major area of study (based on a 4.0 scale). Students enrolled in the fall 2024 semester can apply for the scholarship. Eligibility, as determined by the TOCA board of directors, extends to two- and four-year program students attending institutions that offer turf management curriculums and communications.

For more details and to apply, click here.

TOCA/GIE Media intern shares internship experience

By Jessie Sicurezza, TOCA/GIE Media Intern

My time at GIE Media has been extremely rewarding and will prepare me for my future endeavors as I head into my senior year of college. Throughout my internship, I have learned valuable skills that will help me navigate a future career in the field of communications.

One project I enjoyed working on was research for the marketing team. This project allowed me to use research skills I have learned from my college courses and apply them to real life. Doing this helped me to put into perspective how I will use my degree in the future.

I also enjoyed learning how to work on different websites and applications that I was previously unfamiliar with. This helped me to expand my knowledge and become more well-rounded in this area.

Overall, I am truly grateful for the experience I had this summer and look forward to incorporating my new skills into my future.

Power to DePippo cover – Gardner Award

By Seth Jones, North Coast Media

Please describe your project.

The May 2023 issue of Golfdom had a technology theme. Two of my fellow editors and I agreed to split the cover story in three parts: we each would take a new technology for the golf maintenance industry, make some calls, see what we got.

I took the new GS3 golf ball from USGA – something I had been quietly studying for a while.

That was the story itself. The story turned out just fine. What won us a Gardner Award, though – what really came together – was the cover for the issue. Attendees of TOCA in Lake Las Vegas will hopefully remember how frequently that cover was shared on the screen. It was Justin DePippo, superintendent at Bel-Air CC, crouched on a green, with the GS3 golf ball in the foreground near the reader. Sitting next to him was his goldendoodle, Penny DiPuppo. The headline was “Power to DePippo.”

I’ll say this, I thought it was an award winner when we did it; I even called it out on Twitter/X (https://x.com/SethAJones/status/1709286945975644492). I’m grateful the TOCA judges agreed with me. I was dismayed, however, when I didn’t collect first place for headline writing – that headline sings!

What were your main objectives in developing this project?

Mostly, I wanted to present the reader with a story they’d find useful, on a few nascent technologies for the industry.

Beyond that, I always want the cover to pop, to make the reader see it and say, “WHAT PAGE DOES THAT START ON – I need to read this right now!”

My philosophy on covers is this: my fear is I’m going to spend X amount of hours researching, reporting and writing a story… only to have a subpar cover submarine the whole project. I want the cover to compel the reader to open the magazine immediately. I want readers to be like, “What is this? Oh, jeez, my day is taking a pause right now because I gotta see what this is about, then I can get back to what I was doing!”

What influenced your approach?

My co-workers. My deadline. Also, a combination of Miller Lite and 5-Hour Energy Drink… did I mention my deadline yet? My deadline. Special thanks to my deadline, constantly crushing me and motivating me at the same time. (Points to the sky like Big Papi.)

Justin DePippo went out of his way to accommodate us. I don’t think we’ve ever met in person, but I called him and we did the interview, and then I asked him if I could set up a photographer to come out to the course. But I was on a tight deadline…

I’m pretty sure the photo happened during their member/guest event. And this is Bel-Air Country Club we’re talking about! Yeah, I owe that guy a beer. I owe his dog a treat.

What do you think stood out in your winning entry?

This is easily in my top three Golfdom covers I’ve been a part of – and I’ve been a part of (does math) 168 or so covers by now? And keep in mind, I put my daughter on the cover once, or else this one might be my favorite Golfdom cover ever.

I remember the moment Art Director Pete Seltzer texted me that the proofs came in and I should check them out. I hate doing this, because I don’t ever want to be the guy on his phone when he’s out with people, but I immediately checked the Dropbox folder on my phone. Coincidentally, I was in Boston for the post-TOCA 2023 Red Sox games with the TOCA crew! We were all sitting around a circular table, about to get food before the game. Scott Hollister, then my competitor, now my co-worker, is literally sitting right next to me…

I leaned over and told Craig MacGregor – who is like me and isn’t into seafood – let’s politely bounce and get food somewhere else. That was partly because I didn’t want seafood (forgive me, seafood lovers) but mostly because I needed a better look at these photos! We went next door – to a burrito place in Boston, because of course! – and looked through the photos. I was so impressed with what we got.

Ed Carreon, the photographer, absolutely nailed the photo. He had the great instinct to include the dog – she wasn’t in many photos, just a few – and he caught her giving an adoring look at her master. Luck gave me the last name “DePippo,” which sounds like “the people,” and we’ve got a story about technology – let me run with this headline. And then you have Pete Seltzer, our art director, working the photo and getting the most out of the composition, the headline, the charming dog and a fun caption…

I asked Pete why he thought the cover clicked and he said: “In my opinion, the success of this cover is rooted in two key aspects: the grounds-eye view of the camera lens and the dutiful expression of Penny the dog. This combination engages readers to feel like they are participating in the demonstration of USGA’s GS3. Justin DePippo’s eye contact and use of the GS3 app on his phone further reinforces the engagement.”

My opinion? I’m writing about an award we won, so this is clearly not the time to be humble … so yeah, when I saw all these elements come together for that cover, I knew we had just made the best cover in the calendar year for our industry.

We can’t always win this award because dammit, sometimes other publications get all the lucky breaks like I just described above, but for this one, I just couldn’t see that cover not winning. When it all comes together like this, you don’t take it for granted, because there could always be a dud right around the corner, for about a million different reasons.

Power to DePippo!

Barrier Year-Long Vegetation Control Concentrate Launch Campaign – Gardner Award

Please describe your project.

Barrier Year-Long Vegetation Control Concentrate was a new product launch for PBI-Gordon and this campaign encompassed the revolutionary new formulation that is unlike anything else in the market. Introducing this new product at a time challenged by COVID, the campaign had to be impactful and exceptionally superior among the others.

What were your main objectives in developing this project?

The objective behind the launch of this product was to show the innovation behind the ability of PBI-Gordon formulations. To achieve a successful launch that completely houses the trusted brand name, formulation expertise and at the same time stops someone in their tracks is hard to do. This unrepeatable campaign truly checks all the boxes.

What influenced your approach?

The Barrier brand has always been a trusted name in our market. Its high reputation is something that had to be carefully developed for the creative ad campaign. We not only wanted to appeal to current end-users, but we also wanted to attract new ones. Stepping out of our comfort zone was something we had to accomplish through this campaign. This campaign truly did that from all avenues.

What do you think stood out in your winning entry?

The imagery used in the campaign is completely unique as it was illustrated and hand-drawn by our internal creative art director. By having both a male and female version of the campaign, we wanted to appeal to anyone that may purchase our product. The innovative message, distinctive imagery and bold colors truly made it stand out.

Innovative Use of Social Media – Gardner Award

By Jon Kiger, TurfNet

Describe the project.

The TurfNet Major Pools is an online pool-style competition, which involves golf’s four major tournaments and THE PLAYERS Championship. It is geared toward participants in the golf course maintenance industry. During each of the five competitions, participants choose six golfers based on how they think they will perform at the major that week. The pools are hosted on the EasyOfficePools.com website but branded for TurfNet and Standard Golf.

What were the main objectives of the project?

The project’s primary objective was to generate as many entries as possible for each individual pool. In some cases, that exceeded 200 entries. Another key objective was to give presenting sponsor Standard Golf outstanding exposure and affiliation with the project.

When asked for his thoughts on the promotion, Standard Golf’s Matt Pauli replied, “We saw TurfNet Major Pools as a new and innovative way to get our brand in front of our core market. The interest in the pools was superb and the new follows, clicks, fans and purchases were outstanding. It definitely leveraged TurfNet’s and our social media efforts very effectively – especially given the short window for each event.”

What influenced our approach?

In most cases, the field for a major tournament isn’t finalized until the Sunday before the event. Player picks need to be made prior to the first tee time on Thursday morning. With such a short window to announce the pool and attract participants, we relied on social media to let participants know that the registration for each pool had opened.

Each participant is asked to name their team and many of these names are quite creative. A few years ago, we added a prize category for Best/Most Creative Team Name. We use a Twitter poll to determine the Best/Most Creative Team name out of four finalists. This also generates continued interest in and traffic to the event.

Finally, social media was an excellent way to announce leading teams during the competition and final winners for the week.

What do I think stood out in our winning entry?

The engagement of our prospects and those of our sponsor Standard Golf stands out. In a relatively short period, they learn about the contest opening, their progress, who is a contender for Best/Most Creative Team Name and ultimately who won. Each winner gets a physical prize pack (TurfNet and Standard Golf items, as well as logo items from the major itself) mailed to them. The enclosed letter encourages them to post their prize pack on social media and many of the recipients do just that.